Project TeamSima Lichtschein

Susan Rosengarten

Addressable Minds Survey and

Analysis on Factors that Contribute to Eating

Disorders in Adolescent Girls

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Topic Overview

A look into the minds of adolescent girls, seeking to gain a greater understanding of their eating habits and attitudes towards food, and how these affect their self-image

Addressable Minds… what it is, and how it works

Review of the study process, the results, and conclusions

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95% of those with eating disorders are between the ages of 12 and 25 years old. (National Association of Anorexia Nervosa and Associated Disorders)

40% of newly identified cases of anorexia are in girls 15-19 years old.

(National Eating Disorders Association)

Eating Disorders are considered a mental illness and have the highest mortality rate across the entire spectrum of mental illnesses.

(National Association of Anorexia Nervosa and Associated Disorders)

EATING DISORDERS IN ADOLESCENT GIRLS

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To serve as a learning vehicle for the application of Addressable Minds to a practical—and all too prevalent—social issue

The results of the survey are sufficient to show the power of the method

A Survey Was Performed by the Team in the area of

Eating Disorders

The Addressable Minds Team and its Queens College interns teamed up with Yorktown High School to

construct a survey that would tap into the minds of adolescent girls,

in an attempt to gain a better understanding of the triggers and

motivations for the unhealthy eating habits that often lead to

severe eating disorders.

ABOUT ADDRESSABLE MINDS

Addressable Minds is a scientific, actionable form of “predictive consumer intelligence” for business and social issues accurately defining consumer attitudes and preferences both stated and unstated.

It has been described by Malcolm Gladwell and others as discovering the “DNA of the Consumers Mind”.

This patented science created by Dr. Howard Moskowitz, author of “Selling Blue Elephants” (Wharton Press) and the Wharton Business School has achieved critical acclaim and financial success across:◦ product design and development, ◦ consumer messaging,◦ more effective consumer engagement physically and digitally.

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Dr. Howard Moskowitz.Addressable Minds Inventor, honored by the scientific community...

•Is the Chairman of iNovum, a graduate of Queens College and holds a Ph.D. in Experimental Psychology from Harvard

University.

•Won two of the most prestigious awards in marketresearch

•2005 Charles Coolidge Parlin Marketing Research AwardThe “Nobel Prize” of Market Research, received only

by the pioneers of market research. Recipients include Arthur Nielsen, George Gallup, Michael Porter, David Ogilvy and Philip Kotler.

•2010 Walston Chubb Award for Innovation across all sciences, Sigma Xi, The Scientific Research

Society, international Awarded for Mind Genomics: The science underlying the technology used in this Math 110 course.

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Addressable Minds

Psychographic Segmentation - Social Class - Lifestyle Type - Personality Type

Behavioral Segmentation - Product Usage - Brand Loyalty - Attitudinal

Demographic Segmentation - Age - Gender - Income

Addressable Minds

Cuts across traditional segmentation & detects hidden preferences

Create Addressable Minds messaging for Disordered Eating Behaviors

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DEVELOP SURVEY QUESTIONS

Adolescent Girls

ANALYZED SURVEY RESULTS → Addressable Minds

INTERNET IdeaMap™SUY SURVEY

IDENTIFY TARGET MARKET

MARKET SEGMENTATION SEGMENTATION WIZARDMARKETING PHRASES

10 – 15 minutes

Addressable Minds’ underlying scienceuses standard Science and Mathematics

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DEVELOP SURVEY QUESTIONS

Adolescent Girls

ANALYZED SURVEY RESULTS → Addressable Minds

INTERNET IdeaMap™SUY SURVEY

IDENTIFY TARGET MARKET

Conjoint analysis Ordinary Least Squares Regression

Discriminant Function Analysis

Experimental Design – Stimulus/Response

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SURVEY OVERVIEW(1 of 2)

An Addressable Minds Survey is a survey of key ideas—for this case, the understanding of eating disorders

Survey conducted on August 5, 2011:◦ Population: teenage girls from a wide demographic range

across the US

The team created key marketing and advertising messaging with the intent of better understanding the way teenage girls girls think, and why they are most susceptible to disordered eating behaviors

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SURVEY OVERVIEW(2 of 2)

100 Individuals responded

Survey assessed two major aspects◦ How relatable were the messages presented?◦ How did the messages make those taking the survey feel?

Data reveals the mind-sets of respondents across the United States, as well as ‘what works, what doesn’t’

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The Survey begins with an orientation screen

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Each respondent evaluates 48 unique combinations of elements

First on overall interest

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Then selects a single emotion

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What convinces?

What drives feelings?

RESULTS

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Total Panel: Erratic eating habits and poor self-image are a common feature in all the adolescent

girls surveyed.

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The Total Panel’s Interests are Different From Those in Each of the Three Identified Segments

Three Unique Segments Were Identified

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The Control Seekers

The Low Self-esteem Team

The ‘Aware, But Don’t

Care’

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The Control Seekers- These are girls who are not necessarily overweight, but feel as though they have little control over their

lives, and therefore seem to seek this control by limiting how much they eat.

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The 'Aware, But Don't Care’-These girls are average in body weight and self-esteem. They are aware of how much they eat, and know that it might not be the healthiest way, but aren't motivated

to change their habits out of stubbornness and/or laziness.

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The Low Self-esteem Team- These girls have very low self-esteem, criticize themselves frequently, and feel inferior to their peers due to their weight. Additionally, many have some sort of family history of

health related problems due to poor eating habits.

The “Segmentation Wizard” is a 30 second shortcut survey that is extracted from the 15 minute survey and identifies

the segment membership of that individual

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DEVELOP SURVEY QUESTIONS

Adolescent Girls

ANALYZED SURVEY RESULTS → Addressable Minds

INTERNET IdeaMap™SUY SURVEY

IDENTIFY TARGET MARKET

SEGMENTATION WIZARD

10 – 15 minutes

Segmentation Wizard consists of 3 or 4 elements identified in the in-depth 10 – 15 minute survey

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The Eating Disorders Segmentation Wizard- Online example

The Segmentation Wizard is a short survey with the questions derived from the full survey to identify

segment membership

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The three segments discovered by Addressable Minds point to the need for 3 individual messaging groups to target teenage girls with regards to eating behaviors and body image

People see the world differently and react to it in their own unique ways. Only once you probe deeply into the mind of your target audience can you begin to understand them and learn how to best meet their needs

Because the girls who participated in this study were able to express themselves anonymously, within the privacy and comfort of their home (and computers), there were little if any external pressures affecting how they reacted to the questions asked

We (Sima and Susan) hope this study proves to be instrumental in helping others better understand the pressures that adolescent girls face and grapple with each day

Conclusions